Hype Debuted Its Summer Collection with a Whimsical Lookbook

UK brand Hype teamed up with photographer Laurence Howe and creative director Hollie Maya to bring us this gorgeous, summery lookbook, shot in the idyllic seaside town of Whitstable.

A small town in the southeast end of England, Whitstable has a population of about 30,000. It's the type of place that boasts quaint homes, charming tourist shops and, most of all, bored locals -- each complete with the listless, faraway look of a person who's dreaming far beyond the coastal boarders of their hometown.

The antiquated aesthetic of the town is well-matched with the brand's signature style of outlandish floral prints, as well as some new additions, which include slogan print tees that feature small town maxims, such as "Kill them with Kindness."